The Impact of Digital Corporate Social Responsibility on Brand Awareness and Brand Image

Abstract

Digitalization has transformed brands' corporate social responsibility (CSR) initiatives into a strategic communication tool by transitioning them to an online environment. This study examines the effects of digital corporate social responsibility (DCSR) dimensions on brand awareness and image. The study involved 822 participants, specifically students from Mersin and Ordu Universities, all of whom are social media users and customers in the banking sector. The data collected were analyzed using IBM SPSS and AMOS statistical software. The results indicate that aspects of DCSR, including digital ethical and legal responsibility, digital social responsibility, and digital philanthropy, influence brand awareness and image. Effective use of digital platforms enables brands to communicate their social responsibility initiatives to a wider audience, potentially increasing brand awareness and image by positively influencing consumer perception. Thus, brands' engagement in corporate social responsibility initiatives in the digital realm, along with their alignment to similar communication strategies, can influence their brand awareness and image.